They’re finally here and headed your way! Facebook announced last week in a company blog post that it’s in the process of finally inserting the video ads they started testing this past December into News Feeds. “Over the next few months,” Facebook users can expect to see 15-second videos that will begin auto playing on mute as they appear on the screen. Only when a user taps the video will the video will expand and begin playing with sound.

The social network says it’s now working with a “select group of advertisers” to introduce these short video ads. And the ad-buying process will be similar to how advertisers buy and measure ads on TV. According to Tech Crunch, Facebook executives have said that introducing ads into the Facebook News Feed will have a “limited or negligible impact” on user engagement. Each ad will be strongly be assessed for creativity and effectiveness before appearing on user News Feeds create the best possible experience for users and maximize ROI for advertisers.

Even though Facebook is slowly rolling out video ads to only a few advertisers, this is a powerful milestone to reach for Facebook and advertisers. Brands will now have a new way to engage with users on Facebook and tap into the power of video marketing that’s preloaded, quick, non-intrusive, and short (15 seconds long), which has a huge chance of being extremely effective and engaging for the user. It’s part of Facebook’s plan to show advertising big spenders that Facebook is the medium to reach your target audience more effectively than television.

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